Customer Relationship Management

  • Joachim Zentes
  • Dirk Morschett
  • Hanna Schramm-Klein


Building enduring relationships with customers has become a prime strategic objective of retail marketing. The goal of this chapter is to explain the paradigm of relationship marketing and introduce the underlying principles of customer value, the relationship lifecycle and the constructs of customer loyalty and customer satisfaction. In retailing, loyalty programmes are manifestations of customer relationship management.


Customer Relationship Management Online Shop Loyalty Scheme Loyalty Programme Customer Lifetime Value 
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Copyright information

© Springer Fachmedien Wiesbaden GmbH 2017

Authors and Affiliations

  • Joachim Zentes
    • 1
  • Dirk Morschett
    • 2
  • Hanna Schramm-Klein
    • 3
  1. 1.FB WirtschaftswissenschaftenUniversität des SaarlandesSaarbrückenGermany
  2. 2.Universität FribourgFribourgSwitzerland
  3. 3.Universität SiegenSiegenGermany

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